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The 2024 holiday season is estimated to hit a staggering $1.353 trillion in sales, according to eMarketer’s latest forecast. Also, 50% of US shoppers plan to kick off their shopping spree before Thanksgiving — a 6% jump from last year. For marketers, this means holiday campaigns need to start sooner and be more strategic than ever. Major holiday shopping events like Black Friday offer brands the perfect opportunity to connect with their target audiences.
By accessing information on consumer behavior, store footfall and demographics, retail marketers can get a much-needed competitive edge. Here are three ways to use Azira’s consumer insights to create a highly targeted and strategic holiday ad campaign.
1. Advanced Audience Segmentation for Personalized Holiday Offers
Azira helps marketers create targeted location-based audience segments using real-world data. Retail marketers can build detailed consumer profiles based on factors like gender, work location, and brand affinities. For example, a retail marketer looking to advertise a Black Friday promotion for a golf store might create a custom audience that lives in retirement communities, has shopped at competitor stores recently, and has a high household income — audience traits with the most likelihood to engage with their business.
How it works:
Use Azira to build custom audience segments based on in-store visits, demographic details, and more.
Create personalized ad campaigns with tailored holiday offers to resonate with each audience group.
Utilize different creatives or messaging that update in real-time based on your audience’s location, ensuring relevancy.
2. Location-Based Targeting to Drive In-Store Foot Traffic
During peak holiday shopping periods, targeting consumers based on their location allows retail marketers to deliver highly relevant ads at the exact moment shoppers are ready to buy. Azira’s consumer insights provide powerful location-based targeting by analyzing shopper movement patterns. Marketers can target shoppers near a specific store location or those who frequent competitor stores with geo-targeted ads, encouraging close-by shoppers to visit a store and make a purchase.
How it works:
Set up geo-targeted ads based on Azira’s insights to target consumers near physical stores.
Use Azira to identify customers who visit competitor locations and send them ads promoting exclusive holiday and Black Friday offers.
Tailor messaging to highlight time-sensitive deals, making it more likely for shoppers to visit a store during their shopping trips.
3. Online and Offline Attribution to Measure Holiday Campaign Success
Accurately measuring online and offline impact is important for evaluating digital ad campaign success, especially during the peak holiday shopping period. Azira’s consumer insights help marketers identify which ads drive the most engagement and in-store footfall. For example, an electronics store is offering two Black Friday deals, a “free tech consultation” ad and a “20% off” ad. With Azira, retail marketers can identify that the “20% off” ad outperformed by 30% in driving in-store visits. This data helps marketers link digital ads to real-world results and optimize future campaigns.
How it works:
- Use Azira’s online and offline attribution to monitor behaviors in real time during holiday campaigns.
- Compare online and offline behaviors with digital ad performance to identify which ads generate the most engagement and drive the most footfall.
- Adjust ad campaigns based on attribution insights to boost the ads that drive the highest overall interaction.
For retail marketers to make the most of the upcoming holiday shopping season, a location-based, digital ad approach is key — 53% of US holiday season digital sales will come from mobile this year, per an article by eMarketer. By leveraging these strategies, retail marketers can significantly increase their Return on Ad Spend (ROAS) and outperform competitors during this crucial revenue period.
Discover more about how Azira’s insights can help marketers drive results here.
